The business was won because of the agency's global strength, both creatively and strategically, says Luc Van Nevel, president of Samsonite International.
For Samsonite, the move to a single agency relationship is part of its plan to inject more consistency to its brands worldwide and to give its marketing a firmer sense of direction. The product range, under the Samsonite, American Tourister and Lark brands, will be given more features and will span all price categories in a new globally standardized product line.
TBWA Chiat/Day in Los Angeles and TBWA Campaign Co Amsterdam pitched jointly for the account. The two offices fended off competition from the joint teams of DDB New York and Paris; J Walter Thompson New York and London; Leo Burnett Chicago and Frankfurt; and McCann-Erickson New York and London, says Samsonite Europe's Communications Manager Paul Peeters.
Samsonite was a founding client when TBWA set up in 1970, notes TBWA's European President Alasdair Ritchie. "It's one of the great global brands."
Copyright February 1997, Crain Communications Inc.